1. From the information about Chobani in the case and at the start of the chapter, (a)...
Question:
1. From the information about Chobani in the case and at the start of the chapter,
(a) Who did Hamdi Ulukaya identify as the target market for his first cups of Greek Yogurt and
(b) What was his initial “4Ps” marketing strategy?
2. (a) What marketing actions would you expect the companies selling Yoplait, Dannon, and PepsiCo yogurts to take in response to Chobani’s appearance and
(b) How might Chobani respond?
3. What are
(a) The advantages and
(b) The disadvantages of Chobani’s Customer Loyalty Team that handles communications with customers—from phone calls and e-mails to Facebook and Twitter messages?
4. As Chobani seeks to build its brand, it opened a unique retail store in New York City: Chobani SoHo. Why did Chobani do this?
5. (a) What criteria might Chobani use when it seeks markets in new countries and
(b) What three or four countries meet these criteria?
Step by Step Answer:
1 a Target market for Chobani Greek Yogurt Hamdi Ulukaya saw his Chobani Greek Yogurt as appealing to all American consumers x the mass market x when he first introduced his Greek Yogurt in the United ...View the full answer
